A short overview of how Gordon & McCallum helps Market Research agencies improve their research offer and grow more profitably. It covers help with designing and implementing unique, cut-through research solutions; support to improve business and sales focus and our approach to developing more effective and productive research organizations.

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Gordon & McCallum
The Business of Research

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Design
Unique
Research
Solutions
DESIGN
Ways to make
a research
business more
profitable
PLAN
Create
competitive
positionings in
a dynamic
industry
POSITION
Enable
Researchers.
Deliver
superior value
DEVELOP
We’re experts in the business of research.We help our clients, suppliers
of research services, improve research delivery and provide higher value
outputs. G&M provides support in four key areas:
G&M Research
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Helping a Swiss Hi-Tech company create actionable
neuroscience deliverables for global MR clients
Developing a leading-edge shopper
insights study in a major Asian market
Designing an innovative 5 country
study of advertising and emotion
Integrate multiple research
streams into a complete
category tracking platform
Design
Superior Research Solutions
We provide extensive experience
in developing sophisticated
research solutions. Solutions that
have been used by marketers and
researchers around the world.
We help our clients develop
unique, practical research systems
that answer real-world marketing
problems.
Examples:
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Plan:
To Be A Superior
Research Organisation
Company review and acquisition support. Strategic
support with geographic expansion
Integrating research systems and
developing effective research strategies
Systematic improvements in sales
and financial planning process
Helping MR agencies build
business growth strategies
We understand the business of
research. G&M help MR businesses
and internal research units meet
business objectives, achieve
financial goals and develop
strategies for profitable growth.
G&M Supports:
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Position:
Stand Out From The Average
Opportunity analysis: Aligning your strengths with market
needs and new trends in MR
Support with research brand postioning
and communication
Research service portfolio
planning & positioning
Prioritising effort, leveraging
skills, developing internal
buy-in for change
It’s a crowded marketplace. We
help you evaluate the state of your
market, prioritise key efforts and
understand how your organisation
could be impacted by recent trends
in research.
We’ll show you how to build an
offer that will lift you beyond the
“generic” and allow you to compete
more successfully.
G&M Supports:
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Develop:
Fast Track Your Business
People & Systems Opportunities Review. Which gaps
need to be plugged, what strengths leveraged?
Skills, outputs & reporting assessment.
Find immediate areas to improve.
MR focussed business, sales &
management expertise
Research skills that matter:
specific training to deliver
better results, faster
Operational efficiency & training.You
know these matter, but the ROI is hard
to assess. We’ve helped research
companies internationally review their
research systems, and develop
targeted training programmes.
Our focus is on making an immediate
difference to productivity.We help
identify your needs and focus on the
areas that fast-track changes in
behaviour and outputs.
G&M Supports:
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7. +Example: MR Agency Re-Positioning &
Brand Definition
Agency Brand DNA
Aligning
Market Needs
& Agency
Capabilities
Positioning &
Product
Assessment
Workshop To
Define ‘DNA’
and Action
Steps
GAPS Review
(via phone
interview,
executive
questionnaire,
document
review)
Market Potential Assessment
(Document, financial review,
secondary research, client
feedback)
DNA
Structured
in-house
workshop
defines the
agency brand
& action steps
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8. + Example: Rebuilding Struggling MR Unit.
G&M’s Three Step Solution
GAPS
• Growth & Profit Space Assessment
• Carried out remotely. Initial review defines
opportunity areas & priorities
QAR
• Quality Audit & Review. Systematic process.
• In-depth on-site problem solving
FOCUS
• Prioritised action plans & clear results
• On-going support to deliver better ROI and solve
client complaints
Comfort
Check.
If the first
phase turns
out to be
enough -
stop here.
Comfort Check.
If the unit’s leadership needs on-going support we offer
help. We understand the real world problems they face.
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9. +Example: G&M “Customised For MR” Approach to
Fast-Tracking Senior/Mid-Level Staff
• Mid-level training
• Demo business skills
• Raise productivity
• Fast-track capabilities
• How to maintain gains
• Define relevant KPI’s
• Teach how to interpret
and use.
• Integrates research &
business skills
• Easy access to advice,
interpretation
• Independent support
• How close to world
class?
• Systematic, viritual
assessment process
• Agree development
needs
Delivery
Review
Senior Skills
Mentoring
Mid-Level
Productivity
Workshops
KPI
Implement
& Monitor
Independent
assessment
prioritises
needs,
develops buy-
in for
improvements
Aim is to show
how to balance
conflicts
between
quality,
efficiency &
speed in real
world of MR
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Facing The
Challenges
Bad reasons for NOT using G&M
(And better reasons why you should)
© Gordon & McCallum 2013

11. + Why Not G&M?
7 Possible reasons for NOT Using G&M
(Feel free to rate your agreement with each statement on a scale of 1-10!)
1. None of these issues matter much. Our marketplace is standing still –
we’ll have time to deal with any problems later.
2.We’ve already got a firm grasp on all the new MR trends and possible
growth opportunities
3.We don’t have any trouble integrating ideas from across the company,
or implementing new approaches
4. Our research offer is complete, well-differentiated and meets all our
client’s needs.We’re OK.
5.We’ve got plenty of internal resource – our managers and specialists
have time on their hands to tackle this stuff
6.We know this market backwards.There’s no value in independent
advice or a 3rd party perspective.
7. Our margin’s maxed out, sales are booming, and the competiton is
inactive.We’re totally ready for the next GFC.
OK – we admit the wording’s biased.
But it’s better than a bias towards living with the status quo.
Q. Does relying on gut-feel and ‘trial and error’ work any better for MR agencies than end-clients?
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Location. “But Aren’tYou Guys At The
Bottom Of TheWorld?”
n We’re proudly Australasian, but we’ve
worked with clients in the US, Japan,
Brazil, Switzerland, France, China,
India and Indonesia (among others)
n When required we’re happy to hop on
a plane, (and for projects in Asia
we’re nearer than Europe or the US).
n But most of our work is phone, web or
email based. It’s a virtual world and
we are used to operating in it.
n Get a fresh global perspective on
your issues. Contact G&M.
G&M
Our clients
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Emotion. “But Aren’tYou the Facial Imaging
Experts?”
n We’ve been getting a lot of PR for the work
we’ve been doing with nViso of
Switzerland. For the last three years we’ve
been helping them refine, globalise and
market a world leading research
technology. Cutting edge work we are
very proud of.
n But nViso is only one of our research
design interests, and only one solution in
the emotion/consumer decision-making
space that we are familiar with.
n If Facial Imaging and similar technology
solutions help, in your setting, we’ll advise
on implementation and productisation. If
not, we’ll suggest alternatives.
G&M can help evaluate,
implement and integrate
new technology into your
existing service portfolio
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14. +One Final ‘But’:
“Shouldn’t Our Managers Be Doing All This Stuff?”
n We all need help. Sometimes you have a problem
or client need that’s important, but not top
priority. Or your senior leaders are just too time-
stretched and travel weary. We’re flexible and
helpful just when you need it, where you need us.
n We empower managers by providing practical,
independent support. No-one possesses all the
skill sets, time, experience and structured
approach necessary to solve all the challenges of
a research business.
n Maybe it’s time to focus your best and brightest
on client development or new market
opportunities rather than the details of fixing the
research process or developing new services?
Too many things to do? Too
few people to do them?
G&M provides senior,
flexible resource and acts
as a catalyst for innovation.
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So Why Use G&M?
Independent, Professional, Focussed
Experience
Global
perspective
Variety of MR
environments
Expertise
Management &
planning
Research
Process &
Design
Skill Sets
Methodological
diversity
Systematic
implementation
Independence
No pre-defined
agenda
Clear outcome
orientation
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Take A (Small) Step
(The reward outweighs the risk)
n We realise it can seem like a big step
to involve a 3rd party in your internal
challenges. So we make it easy.
n All our consultations start with a free,
confidential, no-obligation discussion.
n The next step is usually a phone/
online “GAPS” review of your options.
This can cost little more than a couple
of FGD’s and provides actionable, first
stage recommendations.
n If the GAPS review clarifies the issues
sufficiently, or you don’t want to
proceed further, it’s easy to stop there.
We precipitate action, and support
change, helping you make progress
faster. It’s worth a call.
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17. +G&M:The Partners
Knowledge & Experience
n Five years as Managing Partner of G&M, working
with clients around the globe
n Formerly Global Head of Nielsen’s Custom
Branded Products & M.D. Asia-Pacific CR, plus
country/senior management in 5 different markets
n Regular commentator in industry publications and
speaker at international research conferences –
ESOMAR, AMSRS, Merlien Institute and others.
Alastair Gordon David McCallum
Innovation,
Research
Service
Design and
MR Brand
Positioning
Strategy,
Business
Planning, M&A
and tactics for
profitable
growth
n Five years as Managing Partner of G&M, working with
clients around the globe
n Formerly Global Head of Nielsen’s Customised Research
Division. (Operations in 70+ countries) as well as
country/senior management in 4 diverse markets.
n Frequent speaker at industry conferences and
professional development seminars for likes of AMSRS,
ESOMAR
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Contact David McCallum or
Alastair Gordon for an initial
discussion of your challenges and
how we can help.
• Our emails are:
• david@gordon-mccallum.com
or
• alastair@gordon-mccallum.com
The Business of Research
Gordon & McCallum
Time We Talked?
© Gordon & McCallum 2013